Marketing 101

For those who’ve experienced the magic of skiing in the winter, there’s nothing quite like it. But most Americans have been priced off the slopes, making skiing out of reach for many. Motel 6, a brand that believes everyone has the right to travel, made costly ski trips more accessible.

The Fresh Market’s mission was to build a personalized loyalty experience that was not only different from any other but deepened the relationship with its existing guests and develop new relationships along the way. In less than a year, the company exceeded its goals for the program, which continues to grow daily.

Bar-S Foods built upon the success in 2021 by continuing to push Bar-S as a value brand its consumers can be proud to share on their kitchen tables and with their smartphones through a country music video mashup of a classic ‘90s hip-hop track.

Software company InfoSum illustrates how the processes enabled by a typical data clean room interlock.

Sephora shared how it fosters relationships with social influencers in a way that drives paid and organic engagement.

A May 2023 meeting of the ANA’s Sustainability Committee convened a panel featuring Andy Batkin, CEO at Duration Media, and John Osborn, director at Ad Net Zero. The panel defined Scope 1, 2, and 3 emissions and examined the environmental harm done by programmatic media buying.

Lauren Ackerman from creative and branding agency J.Schmid shared data insights related to customer loyalty and translated them to marketing tactics.

This report from Activision Blizzard Media uncovers why people play and how gaming’s social elements heighten these feelings across different game modes, genres, and formats. It also explores the connections people form outside of the game, and how this further enhances the gameplay experience.

Rodney Mason, head of marketing of brand partnerships at LTK, shared how retail media networks are accelerating influencer reach and growth online and in-store to increase loyalty and expand market share among targeted shoppers while also deepening B2B relationships and enriching the shopping experience.

Kara Salazar, social business specialist at Southwest Airlines and lead of their influencer program, talked about how Southwest is constantly finding new ways to build successful, diverse, and collaborative influencer partnerships.

Pizza Hut's influencer program sits at the center of its integrated marketing strategy. The company discussed how it is investing in authentic relationships with celebrities, creators, partners, and fans, helping Pizza Hut drive brand love and stay culturally relevant.

The popularity of this marketing format is on the rise again. In fact, recent data suggests that as many as 88 percent of consumers have been inspired to buy a product based upon an influencer recommendation. However, many marketers face trepidation when considering if adopting affiliate marketing is right for their brand.

How can my brand use TikTok as a marketing tool?

Digital-first is a method many smaller companies use for their advertising strategy. For advertisers who have never considered television as part of their marketing plan, they’re likely overlooking new capabilities that will allow them to extend their campaign’s reach with TV and the targetability and analytical benefits of what they’re used to with digital.

Software company InfoSum breaks down the data clean room market into purpose-defined categories and identifies which providers populate each one.

How brands such as Sea-Doo, Aperol, and Timberland use weather-based digital out-of-home (DOOH) ads to drive awareness and influence consumer behavior.

This month's ANA Legal webinar with Frankfurt Kurnit's Brian Murphy and Hannah Taylor serves as a primer on AI: what every marketer needs to know.

With federal interest rate hikes coming in hot and inflation top-of-mind, the digital advertising industry is on edge, trying to plan effectively for upcoming quarters. Pile on the continued economic uncertainty, layoffs, and tech takeovers; understandably, budgets are tightening while the pressure to perform intensifies.

Clean rooms are a hot topic of discussion today, and it’s not about making your bed. Ron Pinelli and George Ivie from MRC provided background on types of clean room structures, what you need to know about these structures, and how advertisers should navigate these to get what they need.

Brian Nowak is an analyst for Morgan Stanley who covers dozens of stocks in the technology and digital advertising sector. Those include Amazon, Google, Meta and more. Nowak provided his insights on the industry and outlook for the future.